Betvictor gambled on its ability to boost revenues with its own, in-house live casino studio and lost. After 18 months of operation, the Malta-based operator is shuttering its live casino studios and moving on.

The company’s indigenous live casino facility had been in business since October, 2013 and was operated in conjunction with Media Live Casino. A big chunk of Betvictor’s live casino strategy revolved around 40 croupier who interacted with players and, of course, looked good on camera.

Betvictor made history with the studio by becoming the first operator to bring live casino operations in-house, without outsourcing it completely to a third-party.

As it turns out, there’s a reason why most operators are outsourcing this end of the business; it’s very expensive and doesn’t generate as much in the way of revenue.

In a press release, company officials offered cost as the number one reason for ending its in-house live casino studio experiment:

This decision has not been taken lightly, but we need to ensure the long term sustainability of our business and our structure needs to follow this strategy. Unfortunately the cost of operating our own live casino did not generate sufficient value to justify continuation.

Betvictor will continue to offer live dealer games, but will outsource the operation.

On the bright side of things, the 40 Betvictor employees who currently work in the studio will be offered other jobs within the company.

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